Understanding the Synergy of the Brand, Experience, and Value towards Continuous Usage of Hemostatic Wound Care: Evidence from Indonesia

Background: This study analyzes the mutual interaction between the wound care products provider and the clinician, with the synergistic association of value perception, clinician experience (CEX), and the branding process on clinicians’ continuous usage intention (CUI) for hemostatic wound dressings. The research aims to understand the factors from clinicians’ perspectives when using acute wound products continuously.Methods: The study deploys a cross-sectional survey with Partial Least Squares - Structural Equation Modeling through purposive sampling. Data were collected from 147 clinicians frequently using hemostatic wound care products, including nurses and specialist physicians in private hospitals.Results: The analysis reveals that all proposed pathways are significant (P<0.005; 95% confidence interval), indicating relationships among variables in the model. Among direct relations with CUI, CEX showed a substantial relation, surpassing the role of brand competence and brand benevolence. Both economic and epistemic values strongly relate to CEX and thus are pivotal in shaping practical interactions with wound dressings.Conclusion: This study underscores the importance of clinicians’ hands-on experience continuously using a particular wound dressing. Understanding the experience based on the clinician’s perceived value will create a mutually beneficial relationship between providers and clinicians who represent the interests of patients. These patient interests are crucial to improving the quality of care in hospitals.